Optify Best Practices - Lead Generation Campaigns
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Transcript of Optify Best Practices - Lead Generation Campaigns
Op#fy Best Prac#ces LEAD GENERATION CAMPAIGNS
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• Op#fy’s framework for lead genera#on campaigns • Available lead genera#on channels • Planning and seJng up lead genera#on campaigns • Execu#ng lead genera#on campaigns • Measure and report on campaigns • Q&A
Agenda
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Define your target buyer
Loca#on
Company size
Industry
Title
Your On-‐Target Profile
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Where is your target audience? • Search terms • Online publica#ons • Social media networks, groups, pages • Online events • Offline events – tradeshows, networking events • In your database
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Do you already have on-‐target leads?
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Set goals and establish baseline: Understand the business mechanics
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• What is the average sales price (ASP)?
• What are the business (revenue) goals?
• How many deals are required to achieve the business goals?
• How long is the sales cycle? • How many sales reps?
Start with the bodom line
Deals -‐ $
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Make your way back
Deals -‐ $
Opportuni#es
• What is the win rate? • What cons#tutes as an Opportunity? • Who creates opportuni#es? • Do opportuni#es have mul#ple stages?
What are they? • What is the average opportunity age?
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To get to your goals
Deals -‐ $
Opportuni#es
Leads
• What is the conversion rate between leads to opportuni#es? • Who’s processing the leads? Who “owns” leads? • What happens with new leads? • What happens to new leads that don’t convert? • How fast leads are processed?
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And understand your KPI’s
Deals -‐ $
Opportuni#es
Leads
Visitors
• What’s the visitor-‐lead conversion rate?
• Do all leads come from visitors?
• Where do most visitors come from?
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Establish baseline and validate goals
BASELINE
30K/month 5% conversion 1,500/month 10% conversion 150/month 20% win rate 30 deals -‐ $30K
GOALS & KPI’S
35K/month
2,000/month
225/month
$45K/month Deals -‐ $
Opportuni#es
Leads
Visitors
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ROI Calculator
hdp://www.op#fy.net/forms/inbound-‐marke#ng-‐roi-‐calculator
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Plan and setup campaigns • Find your on-‐target leads • Design the offers • Set up campaigns
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Where is your target audience? • Search terms • Online publica#ons • Social media networks, groups, pages • Online events • Offline events – tradeshows, networking events • In your database
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The Offer: The Essen#al Guide for B2B Lead Genera#on Campaigns
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Landing Page: pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns
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Offer § The Essen#al Guide for B2B Lead Genera#on Guide § An email checklist (one-‐pager)
Landing pages § URL:
hdp://pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns
Thank you page § hdp://www.op#fy.net/thanks-‐for-‐reques#ng-‐our-‐white-‐paper
Thank you email § Send mass email to all leads with addi#onal content
Campaign Details
§ Campaign Name: Lead-‐Gen-‐Campaign-‐Guide § Campaign ID in SFDC: 70180000000Qtma
Tagging § Via Op#fy
Form fields § No form
The “Flow”
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Traffic
Website Leads
Offline Leads Purchased Leads
Outbound Inbound
Demand Genera#on -‐ Where Do Leads Come From?
Core Website
Directories
Blog
Men#ons, links, referrals
PPC
Press coverage
Search Engines
Paid directories
Social Media
Retarge#ng
Viral content
Referrals Events Purchased lists
3rd Party Lead Vendors
CRM
Display
Social Ads
Content Syndica#on
Webinars
Affiliates
Landing Pages
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Promo#on checklist for new offers In-‐House Promo?on Op?ons Include in
Campaign Email to house list (blast or segmented) Uri
Home page promo Jen
Other website page promos Uri
Sales team promo#ons Woody
Social media promo#ons Jen
Blog post Jeanede
Add as resource to our AppExchange lis#ng Jen
Add as offer to SEO page descrip#ons (?)
3rd Party Promo?on Op?ons
Content syndica#on Uri
3rd party email blast Jeanede
3rd party webinars TBD
Follow up email to new leads (webinar invita#on) Uri
In-‐House Promo?on Op?ons Included in Campaign? Notes
Email to house list (blast or segmented) ✓ Home page promo ✓
Other website page promos ✓ Site-‐wide banner, thank you pages banner
Sales team promo#ons ✓ Social media promo#ons ✓ Blog post ✓ Add as resource to our AppExchange lis#ng No Add as offer to SEO page descrip#ons No Social media contest for customers to share these offers? No 3rd Party Promo?on Op?ons
Display No Content syndica#on ✓ If needed
3rd party email blast No Find a list
3rd party webinars ✓ With MP
Other online promo#ons? ? Add as offer to PPC campaign No
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Set up the promo#ons hdp://pages.op#fy.net/the-‐essen#al-‐guide-‐for-‐b2b-‐lead-‐genera#on-‐campaigns?op#fy_r=webinar&op#fy_rd=lead-‐gen-‐campaigns
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Execu#ng the campaigns • Use schedules to save #me and control the lead flow • Define and manage the follow up process • Monitor performance in real #me • Track overall cost
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Deliver leads to sales • Lead score – seJng up a lead score built on indicators that sum up to a score threshold at which leads are transferred to your sales team
• CRM Integra#on • Lead Alerts – Email and Dashboard • Daily email • Export & Import
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The B2B Marke#ng Loop Define the buyer
profile
Set goals and establish baseline
Plan and set up campaigns
Execute campaigns
Deliver on-‐target leads to sales
Measure, report, refine and start
over
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Track and Measure
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Ques#ons?
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Addi#onal Resources • Op#fy B2B Lead Genera#on Blog -‐ hdp://www.op#fy.net/lead-‐genera#on-‐sovware-‐blog
• Digital Marke#ng Resources -‐ hdp://www.op#fy.net/inbound-‐marke#ng-‐resources
• Op#fy Help hdp://help.op#fy.net/entries/20611788-‐geJng-‐the-‐most-‐from-‐landing-‐pages
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®uri@op#fy.net @uribarjoseph in/uribarjoseph